Colin Biggers & Paisley
Decisive action
Uniting the whole
Colin Biggers & Paisley had grown rapidly, from a Sydney boutique firm to one of Australia’s largest commercial law practices. Whilst partners had strong individual reputations, the firm’s brand was flying under the radar. In reality there were more like 70+ specialist brands in market and the three industries that defined the firm needed to help elevate the entire practice.
A sense of focus was needed to align the different areas of the practice, and to create a positioning and identity that everyone could rally around and work towards.
Remaining true-to-itself, and setting Colin Biggers & Paisley apart in an oversaturated market, were crucial markers of success for an updated brand.
Focusing on connection and clarity
Our research with clients, partners and staff revealed a set of deeply embedded and distinct characteristics. The firm was at their best when they were specialists in specific industries, understanding deeply all facets of those businesses and able to address their needs more holistically, creating connected outcomes and bringing clarity to complexity.
They are action-oriented and highly responsive. A driving force in creating advantage for their clients. All while holding strong social values and fostering a personable and attentive approach.
Capturing these attributes was pivotal in the design of the identity: its logo and overall aesthetic. To strike a balance – communicating approachability without compromising professionalism or formality. A brand identity with both gravitas and grace.
A four-strong palette of rich colours (short of gaudy and garish) brought considerable and considered energy to the identity.
Unapologetically bold – clear and simple – typography gave a personal feel, highlighting the determined clarity and approachability of the practice.
The updated brand has given the practice renewed energy and focus and created a platform for building a stronger presence in market.
